Positioning For Traction

Good positioning - either by Category Design or not - defines all the constituent parts of a good product by covering:

• The problem it solves


• The very specific customer it is for


• What outcome it needs to create in the customer’s lives


• What features and benefits it needs to deliver this


• Precisely what killer features and superpowers it must excel at and b

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Traction Design believes that what’s more important than satisfying a market, is satisfying a market that satisfies the founder. No process should lead a founder to a product they don’t want to build, or a market they don’t want to serve.

That’s why in my consulting I always start by understanding which of the following is non-negotiable for the fou... See more